Cox was losing 60% of potential business to SBC, and then AT&T (post SBC’s acquisition). Research showed that Cox could beat them if given the chance. But how could Cox get the attention of businesses? SBC/AT&T was outspending Cox advertising five-to-one.
The bold creative and smart media plan cut through the clutter and garnered immediate responses. Click through rates rose. But more importantly, qualified leads increased by 20%, and sales increased by 9%. The impressive results earned Cox its first Gold Cable Industry Award for Best Integrated Marketing Campaign.
Gaining the support of property managers to offer Cox Business Services to tenants was step 1. Step 2 was an integrated campaign to reach tenants and pull through new revenue from newly built multi-tenant business complexes.
With a full suite of sales support tools, we enabled Cox to rapidly penetrate the new CoxSmart Buildings. The initiative garnered new customers at a fast clip and returned a healthy ROI on CapEx.
Cox
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